national center for food protection & defense risk communicator training
DESCRIPTION
National Center for Food Protection & Defense Risk Communicator Training. For Food Defense Preparedness, Response & Recovery. Date Presenters. Risk Communication Team. Risk Communicator Training Modules. Module 1 An Introduction to Risk Communication Module 2 - PowerPoint PPT PresentationTRANSCRIPT
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National Center for Food Protection & Defense
Risk CommunicatorTraining
For Food Defense Preparedness,
Response & Recovery
DatePresenters
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Risk Communication Team
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Module 1
An Introduction to Risk CommunicationAn Introduction to Risk Communication Module 2
Food Defense & the Psychology of Food Defense & the Psychology of TerrorismTerrorism
Module 3
Message Development & DeliveryMessage Development & Delivery Module 4
Risk Communication Preparedness & Risk Communication Preparedness & Planning Planning
Module 5
Media Relations & PracticeMedia Relations & Practice
Risk Communicator Risk Communicator Training ModulesTraining Modules
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Module One
An An Introduction Introduction
to Risk to Risk CommunicatioCommunicatio
nn
National Center for Food Protection & Defense
Risk Communicator Training
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topic one
Defining Risk Communication: What It IS & What It Isn’t
topic two
Risk Perception: Facts & Feelingstopic three
We’re All Risk Communicators: It Is Your Job!
An Introduction to Risk An Introduction to Risk CommunicationCommunication
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Module OneLearner OutcomesLearner Outcomes
Apply the risk communication goals to a foodborne outbreak.
Describe the function of risk communication within the risk management model.
Identify the factors that drive perceptions of risk. Compare and contrast communicator roles from
various segments of the food system.
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module one
An Introduction toAn Introduction to
Risk CommunicationRisk Communication
topic one
Defining Risk Defining Risk Communication:Communication:
What It Is & What It What It Is & What It Isn’tIsn’t
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Risk communication Risk communication defineddefined
An open, two-way exchange of information and opinion about risk leading to better understanding and better risk management decisions.
Source: USDA, 1992
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Risk communication Risk communication goalsgoals
Tailor communication so it takes into account the emotional response to an event.
Empowers audience to make informed decision-making.
Prevent negative behavior and/or encourage constructive responses to crisis or danger.
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risk comm clipping file
CDC officialSeasonal flu vaccinationSeptember, 2006
"The best way to guard against the flu is to get vaccinated, which helps to protect you, your loved ones, and your community."
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risk comm clipping file
State emergency response spokespersonPandemic preparednessOctober, 2006
“We are very concerned for those who became ill and our thoughts are with them as we continue to work closely with health officials as they try to determine the root cause of this. While the authorities do not know the source of this contamination, they have said there haven't been any new cases since Nov 29, so they are confident that it is most likely no longer a threat."
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risk comm clipping file
University Food Studies & Public Health SpecialistE. coli – spinach outbreakSeptember, 2006
… “The idea that salad greens have become a source of E. coli is very shocking, and it means we have a real problem in the food system. This is very serious."
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risk comm clipping file
CDC spokespersonRe: Listeriosis - hot dogs outbreakDecember, 1998
“We have not with certainty traced the illness to any specific product or source. But people in high-risk groups for developing listeriosis, particularly pregnant women, the elderly and persons with compromised immune systems should take precautions.”
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risk comm clipping file
County DietitianFollowing E.coli – spinach outbreak, October, 2006
“…Spinach is high in antioxidants, which can protect against heart disease and cancer. If you’re having a hard time finding spinach, there are lots of other greens with nutritional value. We should not forget about mustard greens, bok choy, kale and chard, broccoli and Brussel sprouts. I would suggest things like romaine lettuce and arugula.”
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risk comm clipping file
Industry association spokespersonE. coli – spinach outbreakSeptember, 2006
…Concerning restoring public trust following the outbreak:
"Farmers approach it as the most serious concern that they have. The most important commodity that we have is the public trust."
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Communication Communication modelsmodels
Basic Communication Model Uni-directional or we tell “them” approach Who says - what - when - to whom - through
what channel - with what effect
Risk Communication Model Multi-directional Actively involves the audience as an
information source
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Risk Communication Risk Communication elementselements
Multi-directional & actively involves the audience as an information source
Logistics Metamessaging Listening Self-assessment Evaluation
Audience assessment
Audience involvement
Message
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Risk communication Risk communication outcomesoutcomes
Decrease illness, injury & deaths Build support for response plan Assist in executing response plan Prevent misallocation & wasting of resources Keep decision-makers well informed Counter or correct rumors Foster informed decision-making concerning
risk
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Contributing Contributing disciplinesdisciplines
Environmental Science
Social Psychology Philosophy Political Science
Communication Chemistry Public Health Epidemiology
Risk Communication is trans-disciplinary:
Love Canal (’78) & Three Mile Island (’79)
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Crisis Response
Spontaneous Post-event Uni-directional Reactive Equivocal
Risk & crisis Risk & crisis communicationcommunication
Preparedness & Recovery
Planned, tested, strategic Pre-event activities Multi-directional Proactive Certain
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Applying the conceptsApplying the concepts
Unpacking Unpacking thethe
MessageMessage
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SummarySummaryWhat Risk Communication is NOT:
Spin Public relations Damage control Crisis management How to write a press release How to give a media interview Always intended to make people “feel better” or
reduce their fear
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SummarySummary
Considers human perceptions of risk Multi-directional communication among
communicators, publics and stakeholders Activities before, during and after an event An integral part of an emergency response plan Empowers people to make their own informed
decisions
And what Risk Communication IS:
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module one
An Introduction toAn Introduction to
Risk CommunicationRisk Communication
topic two
Risk Perception:Risk Perception:Facts & FeelingsFacts & Feelings
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Risk analysis Risk analysis paradigmparadigm
Everything we do involves risk
Zero risk is unachievable
Options exist for managing every risk
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Risk managementRisk managementAll potentially effected parties are engaged in:
HazardIdentification
RiskAssessment
RiskCommunication
RISK MANAGEMENT
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Interpreting Interpreting riskrisk
Communicating about risk is difficult because of the way people interpret risk
Involves competing perspectives: objective vs subjective
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Developed by a leading research university
• Experience short term memory boost• Enjoy pleasant feelings in times of stress
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• Developed by a leading research university
• 16 years in the making
• Provides short term memory boost & pleasant feeling in times of stress 24-36 hours in duration
• Multiple trials examining potential short term & long term side effects
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What shapes What shapes perceptions of riskperceptions of risk
Hazard – something that can go wrong
Probability – likelihood of it happening
Consequences – implications of hazard
Value – subjective evaluation of the relative importance of what might be lost
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What shapes What shapes perceptions of riskperceptions of risk
Hazard – something that can go wrong
Probability – likelihood of it happening
Consequences – implications of hazard
Value – subjective evaluation of the relative importance of what might be lost FEELING
THINKING
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Scientist - Consumer Scientist - Consumer disconnectdisconnect
SCIENTISTEXPERTknowsthinks
CONSUMER PUBLIC
feelsbelieves
Fact-based:hazard, probability
Value-based:consequences, value
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risk comm clipping file
"In fact, probably getting out of your automobile and walking into the store to buy beef, has a higher probability than you'll be hit by an automobile than ... the probability of any harm coming to you from eating beef."
U.S. Agriculture Undersecretary Japanese import ban on U.S. beefJanuary, 2006
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With permission from the Star Tribune
Scientists focus on danger - consumers on the ‘whole cow’
Mad Cow, 2003
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Peter Sandman
“The risks that upset people are completely different than the
risks that kill people.”
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Perceptions of riskPerceptions of risk
Risk = Risk = Hazard + OutrageHazard + Outrage
SOURCE: Peter Sandman
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A variety of risk comm approaches
Hazard (danger)
High
Low High
Outrage Management
Crisis /Emergency
Communication
Public Relations
PrecautionAdvocacy
Outrage(fear, anger)
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Goal: Reduce outrage so people don’t take unnecessary precautions
Hazard (danger)
High
Low High
Crisis /Emergency
Communication
Public Relations
PrecautionAdvocacy
OutrageManagement
Outrage(fear,anger)
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Goal: Increase concern for a real hazard to motivate preventive action
Hazard (danger)
High
Low High
Outrage Management
Crisis /Emergency
Communication
Public Relations
PrecautionAdvocacy
Outrage(fear,anger)
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Hazard (danger)
High
Outrage(fear,anger)
Low High
Outrage Management
Public Relations
PrecautionAdvocacy
Crisis /Emergency
Communication
Goal: Acknowledge hazard, validate concern, give people ways to act
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Applying the conceptsApplying the concepts
Hazard +Outrageand Your
Organization
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module one
An Introduction toAn Introduction to
Risk CommunicationRisk Communication
topic three
We’re All Risk We’re All Risk Communicators:Communicators:
It IS Your Job!It IS Your Job!
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Prevailing modelPrevailing model
Risk communication is centralized in PIO or spokesperson functions
Industry CEO Organization or agency head Communications director Other “official spokespersons”
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Food system risk Food system risk communicatorscommunicators
Official spokespersons Industry CEO, food agency director,
labor union officer, consumer organization head
Communication staff members Public information officers, technical
writers, web managers
Subject matter experts Scientists, food system experts,
terrorism experts, quality assurance officers
FEMA
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Food system risk Food system risk communicatorscommunicators
Educators & outreach specialists Extension staff, consumer educators,
outreach workers, public health educators, consumer hotline staff
Public health & health care specialists
Agency directors, food inspectors, physicians, nurses, lab specialists, sanitarians
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Alternative model: Alternative model:
We’re ALL risk We’re ALL risk communicatorscommunicators
Including informal channels & networks
Neighbor to neighbor Rumor mill Online blogs “Person on the street” interviews Talk radio Others???
CSREES
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Case Study:Case Study:Schwan’s salmonella Schwan’s salmonella
outbreak, 1994outbreak, 1994 Company features home delivered food products Est. 224,000 persons were exposed to ice
cream contaminated with salmonella Contamination traced to tanker trucks that
hauled ice cream premix Interaction between Schwan’s door-to-door
delivery drivers & customers was key recovery and restoring trust
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for EffectiveMessage Development
• Risk & crisis communication is an ongoing process
For EffectiveRisk Communication
BestBest
Practices
Practices